Marketing Management: STP Analysis, Marketing Mix, and Relationship Marketing

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
STP Analysis of H & M...............................................................................................................3
Marketing Mix.............................................................................................................................5
Relationship Marketing...............................................................................................................6
Analysis of STP and 4Ps of H&M and relationship marketing...................................................8
CONCLUSION..............................................................................................................................10
EXECUTIVE SUMMARY...........................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing management is defined as the market structure which helps in identifying
marketing opportunities by applying appropriate strategies for profit making of organization and
contributing to effective and efficient management for the company's marketing analysis
construction (Deepak and Jeyakumar, 2019). H&M a Swedish clothing retailer company was
founded in 1947 is grown into one of the most recognizable brands of clothing in the fashion
industry. It has almost 4000 stores worldwide and has more plans for the expansion in different
countries worldwide. It is one of the most expensive fashion brand which deals in selling of
clothes, accessories and in different fashion related areas. Hennes and Mauritz have proliferated
this brand in their name by acquiring large market area for the high – class consumers who desire
to buy the products. H&M has distinct business model for the growth aspect in the market
structure. The brand outsources its production to more than 900 suppliers across the world which
takes in concern the business factor for spreading more awareness about the products the
company sells. To ensure safe working conditions for the employees H&M has introduced pilot
programmes. The report will consist of segmentation basis, targeting strategies, positioning and
using perceptual maps to establish the brand's position in the market by defining marketing mix
plan and applying key theories PLC and NPD along with relationship marketing with
recommendations of STP, 4P's of H&M Company. Relationship marketing is defined as the
compilation of marketing strategies for long – term engagement between the customers and the
management.
STP Analysis of H & M
STP is the abbreviation of Segmentation, Targeting and Positioning. It compiles the factors of
marketing strategy in which the base customer is identified and accordingly product is marketed.
Segmentation